Online Communities for Creating Change: Home Energy Pros (ACEEE 2012 Summer Study Paper)
 

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Home Energy Pros is a social community for energy efficiency professionals, including contractors, weatherization professionals and building scientiests. This ACEEE Summer Study paper describes the ...

Home Energy Pros is a social community for energy efficiency professionals, including contractors, weatherization professionals and building scientiests. This ACEEE Summer Study paper describes the motivation, marketing/launch and nurturing of Home Energy Pros. Along the way, it highlights the steps and challenges in developing and nurturing an active and effective cross-disciplinary social community.

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Online Communities for Creating Change: Home Energy Pros (ACEEE 2012 Summer Study Paper) Document Transcript

  • 1. 2012 Summer Study .   Online Communities for Creating Change: Home Energy Pros Online Communities for Creating Change: Home Energy Pros Diane Chojnowski and Kath Straub, usability.org Diane Chojnowski and Kath Straub, usability.org Evan Mills, Lawrence Berkeley National Laboratory Evan Mills, Lawrence Berkeley National Laboratory Tom White, Home Energy Magazine Tom White, Home Energy MagazineABSTRACTABSTRACT Home Energy Pros is a global on-line community for home performance andweatherizationEnergy Pros is to global resources, experiences, home performance Home professionals a share on-line community for knowledge, andopportunities. The professionals tofacilitates individual and collective knowledge sharingand weatherization social network share resources, experiences, knowledge, andopportunities. The social network facilitates individual and collective knowledge sharingprimarily through blogs and professional discussions (e.g., within community-wideforums and topicalblogs and professional discussionsin November community-wideprimarily through sub-groups). Between its launch (e.g., within 2010 and April 2012,over 2280 people joined the community fromlaunch incountries and every state in 2012,forums and topical sub-groups). Between its over 40 November 2010 and April theU.S. 2280 peopleperiod, the community from over 40690,000 page-views to members andover During that joined site delivered more than countries and every state in thevisitors during 220,000 visits to the site. more than 690,000 page-views to membersU.S. During that period, the site deliveredand visitors during 220,000 visitsthat members use the community to expand their A recent survey indicates to the site.professional knowledge indicates that members use overcommunity survey participants A recent survey and network. Importantly, the half of the to expand theirreport that Home Energy Pros has helped them solve one or more professional problems.professional knowledge and network. Importantly, over half of the survey participantsThis paper Home Energysocialhas helped them solve one or more professional problems.report that describes the Pros media and community engagement strategy leading to thesite launch,describescommon uses for and site, and typical user behaviors. Finally, itThis paper key and the social media the community engagement strategy leadingidentifies challenges associated withuses for the site, and typicalprofessionally focusedto the site launch, key and common establishing and nurturing user behaviors. Finally,social communities and describes with establishing and nurturing professionally focusedit identifies challenges associated how those challenges were addressed in Home EnergyPros. communities and describes how those challenges were addressed in Home EnergysocialPros.IntroductionIntroduction More than a billion people around the world participate in on-line socialnetworks. Today’s social networks extend beyond sharing with friends and areincreasingly used in billion peopleand trade contexts.participate in on-line social networks. More than a professional around the world A novelty just a decade ago,Americans now spend nearly 23% of their on-line time in social are increasingly usedToday’s social networks extend beyond sharing with friends and networks and blogs(Nielsen 2011).and2011, contexts. A novelty just a decade ago, Americans now spend andin professional In trade social media websites had more unique visitors than GoogleYahoo! combined (NielsenWire 2011). Modern models blogs (Nielsen 2011). In 2011,nearly 23% of their on-line time in social networks and of social collaboration cangreatlymedia websites had more unique visitors than Google and Yahoo! combinedsocial enhance professional collaboration as well as personal sharing. Industry andpublic-sector organizations, noting the rapid penetration andcan greatly enhance these(NielsenWire 2011). Modern models of social collaboration cost effectiveness ofchannels, have systematically integrated social media into their and public-sectorprofessional collaboration as well as personal sharing. Industry business-to-business,business-to-consumerthe rapid penetration and cost effectiveness of these channels,organizations, noting and business-to-employee communication strategies (ChiefMarketer 2011).have systematically integrated social media into their business-to-business, business-to-consumer and business-to-employee communication strategies (Chief Marketer 2011). 1   1   This paper was typeset using ReadSmart Phrase-formatting. Experimentally shown to help people read faster, remember more and like reading better.
  • 2. Modernizing: Virtual Collaboration Among Energy Efficiency Pros In 2010, Lawrence Berkeley National Laboratory’s (LBNL) Home Energy Saverteam engaged Home Energy magazine, a leader in building science and home performance,and usability.org, a social media and usability consultancy, to help develop Home Energy Pros(HEPros) 1, an online community for home performance and weatherization professionals.Sponsored by the U.S. Department of Energy, under the American Recovery and ReinvestmentAct, the objective of the community is to offer a credible, safe (and free!) space to learn abouthouse-as-system building science models and energy efficient methods, materials, and businessstrategies from thought leaders, building scientists and, critically, other residential energyprofessionals with positive experiences applying energy efficient building principles. Members and visitors engage each other through blogs, discussion forums and sharedphotos and videos. They can also share industry events and training courses on the communityevents calendar, with over 1300 listings per date. The community is designed to facilitateindustry professionals learning from each other. Since its launch in November 2010, over 2260 people have joined the communityfrom over 42 countries and every state in the U.S. (Figure 1). Figure 1. Home Energy Pros community utilization metrics: Nov 2010-April 2012 Source: Home Energy Pros Site Metrics and Google Analytics1 See Home Energy Pros website: http://homeenergypros.lbl.gov/ 2
  • 3. Home Energy Pros extends the Home Energy Saver (HES) tool suite, i.e.: • Home Energy Saver – The first do-it-yourself web-based home energy audit tool for consumers supported by house-as-system education content (Mills, 1997) • Home Energy Saver Professional - Advanced interactive energy simulation, and assessment tool for contractors, building professionals, weatherization professionals, and building designers • Home Energy Score - Provides asset-based ratings for homes in support of the U.S. Department of Energy’s Home Energy Score program (Bourassa et al., 2012)2 These sites provide simulation and decision tools and educational contentto help people understand the house-as-system energy efficiency approach, benchmarkthe energy efficiency of homes, generate tailored energy efficiency upgrades to saveenergy and lower utility bills, and make more informed decisions on energy upgrades. Site usage reports demonstrate significant, consistent use of the Home EnergySaver tools, accessed thus far by over seven million people. However, in the emergingcontext of social media, the stand-alone websites are limited in their reach and the typeof user experience provided. They offer energy experts and consumers a meansto individually explore (through the calculators and content) but there is no meansof creating a dialogue. Adding social media outreach to the communication strategy for the Home EnergySaver tools was a logical next step to spreading the energy efficiency message. Socialmedia would enable the Home Energy Saver suite to • expand the Home Energy Saver range by reaching more people • introduce more people to the Home Energy Saver tool suite • engage people in dialogue through various social media channels The initial social media strategy established Twitter and Facebook channelsto engage separate consumer and professional audiences While the feeds attracted theanticipated following,3 they failed to elicit the desired dialogue. Establishing a communityof interest for energy efficiency was the next step.2 See Home Energy Saver: http://hes.lbl.gov, Home Energy Saver Professional: http://hespro.lbl.gov,and Home Energy Score: http://homeenergyscore.lbl.gov3 As of April 2012, the HES Twitter reach was 23,000 for @HESConsumer and 14,000 for @HESProfessional. Facebook’s consumer page reaches 3,000-12,000 people per week. The Facebookprofessional site reaches between 600 and 900 people per week. All traffic for both sites is organic.Variance is driven by viral sharing. 3
  • 4. A combined consumer/professional community seemed unlikely to succeed. Three factorslead the team to focus on developing a community for home energy professionals: 1. A review of social media landscape for home energy efficiency revealed numerous communities and feeds designed to engage and educate consumers. However, only a few communities focused on building social community for home energy professionals. 2. A convenience survey of HES consumer users that revealed highly motivated “ready-to-buy” consumers are often frustrated by contractors’ lack of enthusiasm for or expertise in house-as-system methods, emerging energy efficient technologies, techniques, and materials. 4 3. Subsequent (convenience sample) interviews indicated that residential contractors are interested in green building. However, they are reluctant to abandon proven business and building strategies to embrace unfamiliar methods and materials. They cited the opportunity cost of re-learning and re-tooling as the primary barrier to change. 5 Taken together, these observations suggested that a social community forresidential contractors interested in learning about energy efficient building methods –from energy efficiency thought leaders, building scientists and, most critically, otherresidential energy professionals experienced in energy efficient building methods—couldbegin to fill the education and confidence gap felt by residential professionals interestedin advancing their knowledge and skills in this area.Building: Designing and Launching Home Energy Pros Relevant and vibrant professional communities require thoughtful planning,marketing, nurturing of content and effective moderation. To be meaningful, they needhigh-quality content presented by respected contributors.4 During the summer of 2011, Usability.org conducted a series of convenience sample interviews withfourteen consumers who had decided to defer home energy efficiency upgrades. The majority of participantswere located in the southwest, although the group included participants from Michigan, Maryland andPennsylvania, as well. Inability to find a contractor experienced with emerging energy efficient equipmentand materials was the most common reason for deferring the work. The sentiment was summed up by oneparticipant’s comment, “I want a contractor who knows more than I do about this stuff.”5 Convenience sample interviews were conducted with eight residential building contractors in TucsonArizona during June of 2011. Interview question focused on cool roofing, adoption of green building practicesand barriers to learning about emerging materials, technologies and green building practices. Six of eightcontractors indicated interest in green building practices. Two of eight were trying to learn about newmaterials on their own “by reading. It will take a long time.” Four of eight did not feel they could take thetime from their business to ramp up on the new skills or materials. The general sentiment was captured bythis comment, “Everybody wants to be green, but you can’t just start doing that stuff. People who want itknow a lot about it. I don’t know anything. The materials are different. The installation is different. Someguys can afford do that, take time out to learn new stuff or go to a conference about it in California. If I taketime off to do that, I lose money. I can’t afford that.” 4
  • 5. Producing the content that engages visitors was the primary challenge for organizationsengaged in business-to-business (B2B) communication in 2011 (CMI 2011). LBNL’s residential energy tools contribute significantly to the industry, andprovided some of the necessary fodder to seed the network but more editorial support andoriginal content was required. Home Energy magazine with its mission to identify keychallenges and successes in advancing and implementing residential energy efficiencywas approached to collaborate on the project. Home Energy magazine brought a well-respected voice and insightful content to the community. Further, their strong networkwithin the home performance community provided a channel to engage the industryinfluencers who would become the initial contributors. Home Energy magazine’s largebase of readers and subscribers, typically home energy professionals with a committedinterest in energy efficient building, would be among the first to join. Home Energy Pros was built using the Ning platform for creating social websites.It uses most of the available social engagement functionality to offer discussion forums,blogs, videos, photo sharing galleries, an events calendar, topical groups, individualmember profiles, customizable pages for resources, and live chat (see Figure 2). Ning also provides graceful integration with existing social media channels(Twitter, YouTube and Facebook). The efficiency and maturity of the platform allowedthe Home Energy Pros team to focus on content and community building, rather thantools and infrastructure. Since first impressions matter, the Home Energy Pros teamcarefully planned the community rollout. First, the team engaged industry leaders toensure that each area of the community (blogs, forum, groups, videos, photos and events)contained interesting and relevant content before the community launched. Then, the team offered industry leaders and professional organizations a sneakpeak at the community. These well-respected home performance professionals andaffiliated groups (including ACI, ACEEE, Alliance to Save Energy, EEBA, RESNET,Energy Vanguard, Energy Circle, and BPI), were among the first to join the community,post content, and establish topical groups reflecting the areas of their expertise. They alsohelped to launch the community by spreading the word through their networks, viae-mails, newsletters, blogs, and social media feeds, amplifying the launch announcementbeyond the reach of Home Energy Saver and Home Energy magazine’s existing network.Hundreds of members joined Home Energy Pros in the first week. The communitymoderator individually welcomed new members and encouraged them to engage.Industry leaders facilitated interactions by posting, commenting on other’s posts, andinviting their colleagues to join. New members quickly started to post discussions, blogs,videos, photos and events and commenting on other members’ posts. Today, the Home Energy Pros community is integrated into the communicationand outreach strategies of both Home Energy Saver and Home Energy magazine. Bothorganizations promote the site using opt-in push strategies, such as embedding links 5
  • 6. to new content in Twitter and Facebook posts. Weekly push emails nudge members tocheck in by providing a clickable listing of interesting new content. Usage analytics showan upward trend in both membership and engagement immediately following these alerts.Engaging: What Can People Do on Home Energy Pros? Forums and discussion groups, and to a lesser extent blogs are the coffee shopsof social communities. Internet forums such as Home Energy Pros provide an inspiringmulti-media platform for user-generated content, fostering many-to-many conversationsand, in the words of the Ning social website provider, “create social experiencesthat inspire action” (Ning, 2011). Similar themes recur in many of the discussions.Researchers, policy makers and educators seeking to prioritize the issues that concernenergy performance professionals could start by reading the Home Energy Pros forums.Forum Discussions The forum is the heart of the Home Energy Pros community, with 650 poststo-date. Topics are member-generated, and cover the gamut of member interests.Provocative topics can elicit up to 100 responses, with a modal range of 10-20 comments. Members use the forum to draw on the experience and knowledge of theirindustry peers. For example, the discussion, “Vent Cap Systems for Duct Testing:Has anyone had any experience using the Vent Cap Systems product for duct pressuretesting vs. conventional perforated register tape?” quickly elicited pro and con replieson this duct testing system including a video of the product inventor (followed by somegentle teasing about his on-camera sartorial presence.). Questions eliciting experienceon advice and new products are common discussion topics. “Strategies for explaining complex building science topics to customers” isanother common and vibrant theme. For example, “The science of hot air rising”generated 96 comments and over 2516 pageviews. The member started the discussionby saying: “Since energy myths are front and center at the moment, I would liketo discuss a single myth, the science of hot air rising.” Forum discussions also frequently discuss dynamics in the home performancemarketplace. In a provocatively titled post: “The end of profits for auditors/raters” anextended conversation garnered over 100 comments over a four-month period: the mostof any discussion thus far. The discussion opens with an expression of concern aboutdownward pressure on energy audit pricing as an “attack on the industry”, and thenexpanded into related issues of the need to educate customers and others about thecost/value of audits, disadvantages as well as benefits from subsidies such as rebates,and the separation between auditors and contractors. 6
  • 7. Figure 2. Home Energy Pros Home Page Source: Home Energy ProsBlogs Home Energy Pros bloggers include industry thought leaders, professionalwriters, and building science researchers. But the majority of blog creators areenergy auditors and contractors working in the front lines of home performance andweatherization. Each member receives their own “micro-site” and has the ability to post 7
  • 8. and design their own blog and the diversity of their experience enriches the community.Home Energy magazine and LBNL scientists contribute professional quality blogson a variety of home performance topics and provide editorial oversight. Each week,the editorial board highlights new blogs on the homepage and in the weekly e-mails,ensuring a continual rotation of fresh content. Members have created 450 blog poststo date.Groups The 42 topical groups provide space for discussions on a focused subject area.Members must actively join a group to participate and receive email updates on activityin the group. Member-initiated groups range from topical (HVAC, Historic Homes),to trade organizations (Building Performance Institute-BPI or Energy Upgrade California)to a Job Board. BPI is an example of an organization that uses a Home Energy Pros group to cost-efficiently enhance member outreach. BPI reposts announcements and feature storiesfrom their monthly e-mails in their Home Energy Pros group. The commenting functionof the community provides members a highly visible feedback channel, which they useregularly to provide regular and thoughtful comments. BPI also leverages Home EnergyPros as a channel to promote new certifications and standards. In The Hall of Shame—a popular group created by LBNL—members sharean array of images from the field showing the kinds of issues encountered by homeperformance professionals in real homes. Group members add their photos to the gallerywith short descriptions of how hidden (but fixable) problems in homes can cause highenergy bills and other problems. All group members get an e-mail notification when thereis a new post and can drop by to leave a comment or just see the latest comments. Thereare many comments from pros having encountered similar situations and often they willcompare war stories by posting a photo showing their experience with the same issue.Photos and Videos About 800 photos and 200 videos (viewed over 12,000 times) are shared intheir own sections on Home Energy Pros. Posting a photo is a fun way to participate onthe community and featured photos are shown in a colorful ongoing slideshow on thehomepage. The video library includes a broad range of resources, including how-tos,demos6 and interviews with home performance industry leaders.6 Note that the community members adhere to a strict non-promotional content agreement. 8
  • 9. Nurturing: Fostering a Culture for Professional Conversations Professionals don’t want to learn that their customer just recognized her attic ductson the Hall of Shame. Nor do they want to enter a competitive, contentious or agendadriven exchange. To engage professionals in meaningful dialogue, social communitiesmust offer a safe space for members to debate, question, and explore solutions. To cultivate this environment on Home Energy Pros, the team defined guidingprinciples to limit and shape the membership and conversation. These were later codifiedinto the membership agreement. These principals are, in essence: 1. This is a professional community. While educating consumers is a critical component of sustainable energy efficient building, inviting consumers into the community would have shifted the focus and diluted the professional dialogue. To be a valuable addition to the home energy efficiency ecosystem, Home Energy Pros needed to create a space for peer-to-peer dialogue. Anonymous comments and ‘flames’ detract from the conversation and undermine members’ willingness to pose questions. Therefore, before people can contribute to the community, they must register and be accepted into the site, and keep the discourse civil and professional. 2. Speak from experience and stay on topic. The goal of the community is to expand the prevalence and sustainability of energy efficient building practices through knowledge sharing. All energy efficiency professionals are welcome to contribute, as long as the dialogue stays on focus. Individuals who have created and demonstrated solutions to persistent problems are encouraged to share those insights. However members who “toot their own horn” should expect tough questions about their ideas and innovations from thoughtful community members. 3. Play by the rules. Aggressive or agenda-driven exchanges detract from the objective of the site and the experience of the community members. Members are expected to maintain a civil tone and refrain from unconstructively criticizing others’ ideas. Promotional agendas undermine honest information sharing and commercial posts are not allowed in the forum or blog - only in special areas created for that purpose (News & Announcements, Equipment for Sale, Job Board, Member Discounts, Events). 9
  • 10. Moderating: Supporting the Community To join the community, members fill out a short profile showing their connectionto the home performance industry. The moderator is the community host and reviewsprofile pages before accepting membership requests. Since only members can postcontent on Home Energy Pros, this keeps the community free of spam and focusedon the topic of home energy efficiency. There are no obstacles for non-membersto visit the website and view the content. Members display various motivations for participating in discussions. Some areseeking professional connections. Some want to learn. And some want to use the forumas a political or commercial soapbox. Members get to know one another and sometimescan be quite polarized and even dramatic in the forum discussions. Home Energy Pros has developed and posted engagement guidelines, as describedabove, to help facilitate a professional forum. On several occasions, the moderator hasasked members to modify posts that were too commercial or aggressively attacked theperspectives of other members or even entire segments of the population—violating theguidelines. In almost every case, a friendly nudge to the member asking them to editor remove the content resulted in cooperation. Occasionally a member has repeatedlyengaged in behavior that detracts from the network. They steer other members off courseand contribute to a negative atmosphere. When that happens, after editorial review,they may be suspended from the community. But, it very rarely happens in thisprofessional environment. In general, Home Energy Pros is a self-moderating community. Marginallyinappropriate postings quickly disappear from the dynamic forum because memberssimply don’t engage. Particularly egregious violations of the guidelines elicitdisappointed responses intended to marginalize the post and refocus the group.Growing: Member and Visitor Behaviors Engagement with Home Energy Pros network is both broad and deep.In the 17 months since its inception, over 255,000 individuals have visited the networkfrom 171 countries (Figure 3). As of April 2012, over 2,260 individuals from 42countries had become members of the network, enabling them to have a personalizedhomepage, post content, and participate in discussions (Figure 4). Only 0.6% of membershave subsequently chosen to leave the community. 10
  • 11. Figure 3. Growth in Home Energy Pros Figure 4. Global Distribution of Home Energy visitation rates Pros Members (not all members post their location) Source: Google Analytics: Home Energy Pros Source: Home Energy Pros Member Map Figure 5 presents activity by site areafor January 1-April 1 2012 compared withthe same period in 2011. During 2011, site visitors viewed member profile pages mostoften. During the same period in 2012, views focused on forum discussions and blogs.The shift from “Who do I know here?” to “What can I learn here?” marks an importanttransition. In 2012, Home Energy Pros became a trusted brand and content resourceto itself, independent from the collective credibility of individual members.Figure 5. Starting pages & interactions for Home Energy Pros (January-April 2012) Source: Google Analytics: Home Energy Pros 11
  • 12. Typical visitors arrive at Home Energy Pros via organic search, direct access(e.g., emailed links or bookmarks) and Twitter referrals. The prevalence of Twitterreferrals indicates both that the home energy efficiency community has begun to embracesocial media as an effective communication channel and that Home Energy Proshas become a fixture in the home energy social media ecosystem. In early 2012, Home Energy Pros conducted a survey to explore the use andperceived utility of the community. One hundred and one individuals participatedin the survey. Participating members reported that they typically visit Home EnergyPros 2-4 times per week. When they visit, they focus on the conversation: forums, blogsand topical group discussions. Videos and photos get visited next, but receivesubstantially fewer views overall than the professional dialogues. Events were not apriority for survey participants, although many members take the effort to post there. About 50% of the survey participants have responded to other peoples’ blogsor discussions. One quarter (25%) have re-posted HEPros content through their othersocial media streams (Twitter, Facebook, etc.). Members interact with other members both inside and outside of the site. Almost70% of survey participants reported exchanging emails with other HEP members. 33%have interacted with HEPros peers in either other social media channels or in person. Most critically, HEPros helps members solve problems: 50% of surveyparticipants reported that using HEPros has helped them solve professional challengesincluding providing decision-driving feedback on instrument choices, generatingexamples to use in (promotional) customer communications, and offering guidanceon construction solution choices (e.g., weather stripping or crawl space ventilation).Construction-related guidance is typically associated with experience-based descriptionsof similar problems.Collaborating: Sharing Outside the Box New members, who are active in social media, promote HEPros to their followers.For example, members frequently use the Twitter and Facebook sharing functions to re-tweet or repost an interesting blog or discussion. In a matter of seconds, a discussion onHEPros can reach many thousands of readers through this type of “viral” dissemination. Members with their own active social media footprints often cross-post originalcontent both on their site and on HEPros. Typically these posts include reciprocal linksbetween the original content creator’s site and HEPros. While some moderators arereluctant to accept re-posted content, we feel that this provides a win-win. The originalposter gains social marketing impact and traction. In return, HEPros gains new visitors:Google Analytics shows that two-thirds of the sites referring visitors to HEPros 12
  • 13. (other than search engines) are other social media sites, including Twitter, Facebook,LinkedIn, and EnergyAuditorTalk.orgTipping: From Sponsor-Guided to Member-Driven The objectives for establishing the HEPros community were to:• Engage more people• Drive traffic to the HES tools• Create a practitioners’ dialogue about home energy The community (and associated social media channels) have extended the reachand increased the chatter within the home energy efficiency community, exceedingour goals and expectations. However, the community has not increased traffic to theHES web-based tools. In fact, HEPros quickly became an entity unto itself, related tobut distinct from other tools in the HES suite. Although the HES benchmarking andsimulation tools are designed especially for members of HEPros, the very rules thatguide the community context prohibit the sponsors from promoting those tools withinthe community. However, as the community grew, additional objectives were added andachieved:• Enable home energy professionals to help solve one another’s problems.• Develop the community into a self-sustaining entity The carefully coordinated soft-launch strategy included and yielded plannedobsolescence for the sponsoring partners. With the exception of periodic email blasts andblog promotion, the role of the sponsoring partners role has been reduced to moderationand content creation. Founding community members continue to engage and contributein exchange for industry visibility. Peer-level community members generate equallyvaluable content from a different perspective. Both groups promote interesting contentwithin the site and virally through their personal social media channels. Memberstroubleshoot and solve each other’s problems in a very constructive, non-proprietary waywith a low level of self-serving commercialism and negativity.Conclusion Social communities are not just personal. They can also offer a springboard forprofessionals to connect, share, explore and innovate. However, to thrive professionalsocial communities must provide a flexibly focused space that encourages frank butconstructive exchange of ideas and experiences. Home Energy Pros provides a uniquespace for home energy efficiency professionals to share create conversations, shareexperiences and resources and learn from each other. Feedback from community 13
  • 14. 2012 Summer Studymembers shows that Home Energy Pros succeeds in fostering a supportive environmentfor bringing about change in home energy efficiency technology and practices. .   Online Communities for Creating Change: Home Energy ProsAcknowledgments Diane Chojnowski and Kath Straub, usability.org Evan Mills, Lawrence Berkeley National Laboratory This work was supported by the Assistant Secretary for Energy Efficiency Tom White, Home Energy Magazineand Renewable Energy, Building Technologies Program and the WeatherizationAssistance Program, of the U.S. Department of Energy under Contract No. DE-AC02-ABSTRACT05CH11231. Two anonymous reviewers provided helpful comments. Home Energy Pros is a global on-line community for home performance andweatherization professionals to share resources, experiences, knowledge, andReferencesopportunities. The social network facilitates individual and collective knowledge sharingprimarily through blogs and professional discussions (e.g., within community-wideforums and topical sub-groups). Between2011 http://blog.nielsen.com/nielsenwire/social/Nielsen. 2011. Social Media Report: Q3 its launch in November 2010 and April 2012,over 2280 people joined the community from over 40 countries and every state in theU.S. During that period, the site delivered more than 690,000 page-views to members andNielsenWire. 2011. Nielsen’s Tops of 2011: Digitalvisitors during 220,000 visits to the site.http://blog.nielsen.com/nielsenwire/online_mobile/nielsens-tops-of-2011-digital/ A recent survey indicates that members use the community to expand theirprofessional knowledge and network. Importantly, over half of the survey participantsChief Marketer. 2011. Social Marketing Goes Mainstreamreport that Home Energy Pros has helped them solve one or more professional problems.http://chiefmarketer.com/social/social-marketing-survey-overview-1001bq7This paper describes the social media and community engagement strategy leading to thesite launch, key and common uses for the site, and typical user behaviors. Finally, itBourassa, N., R.E. Brown, L. Rainer, and E. Mills. 2012. The Home Energy Scoringidentifies challenges associated with establishing and nurturing professionally focusedTool: A Simplified Asset Rating for Single Family Homes, Proceedings of the 2012social communities and describes how those challenges were addressed in Home EnergyPros. Summer Study on Energy Efficiency in Buildings, ACEEE: Washington, D.C.ACEEEIntroduction“The Home Energy Saver: Interactive Energy Information andMills, E. 1997.Calculations on the Web.” Center for Building Science News 16(4):1-2. LBL/PUB-731 More than a billion people around the world participate in on-line socialnetworks. Today’s Institute (CMI) / MarketingProfs. 2011. B2B Content Marketing:Content Marketing social networks extend beyond sharing with friends and are2012 Budgets, Benchmarks and Trendsincreasingly used in professional and trade contexts. A novelty just a decade ago,Americans now spend nearly 23% of their on-line time in social networks and blogs(Nielsen 2011). InPOV Unveiled: Data Revealshad more unique visitors than Google andNing. 2011. Ning 2011, social media websites Emergence of Custom Social Revolution.http://www.ning.com/about/press_release_062011Yahoo! combined (NielsenWire 2011). Modern models of social collaboration cangreatly enhance professionalE.collaboration as well as personal sharing. Industry andFull citation: Chojnowski, D., K. Straub, Mills, and T. White. 2012. “Online Communities for Creating Change: Home Energypublic-sector of the 2012 ACEEE Summer Study on Energy Efficiency in Buildings, American Council for an Energy-EfficientPros,” Proceedings organizations, noting the rapid penetration and cost effectiveness of thesechannels, have systematically integrated social media into their business-to-business,Economy: Washington, D.C. [Downloadable PDF;business-to-consumer and business-to-employee communication strategies (ChiefDownloadable PDF: https://www.slideshare.net/kstraub/online-communities-for-creating-change-home-energy-pros-aceee-2012-Marketer 2011).summer-study-paper1 Page summary (Poster): https://www.slideshare.net/kstraub/online-communities-creating-change-homeenergypros-poster-presented-at-aceee 1   14   This paper was typeset using ReadSmart Phrase-formatting. Experimentally shown to help people read faster, remember more and like reading better.